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Ukrainian Market Ad Process Specifics


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Ukrainian Market Ad Process Specifics

  1. 1. Destination Strategy<br />
  2. 2. Advertising. This is what we do<br />Irritates,<br /> when it’s…<br />BORING<br />LONG<br />WRONG TIME/PLACE<br />MONOLOGUE<br />GIVES NO BENEFIT TO ME<br />Accepted,<br />When it’s…<br />AMUSING<br />SHORT<br />RIGHT TIME/PLACE<br />DIALOGUE<br />GIVES BENEFIT TO ME<br />Creative Agency task<br />Media task.<br />Our Expertise<br />Advertiser’s & Creative Agency task<br />
  3. 3. Civilized Advertising Process<br />How it works?<br />
  4. 4. CommunicationAgency<br />Whatto advertise<br />Howto advertise<br />Information goes to…<br />Media <br />Agency<br />Whereto advertise<br />
  5. 5. What? How? Where? <br />Approach<br />‘Thinking outside of the box is difficult for some people. Keep trying.’<br />
  6. 6. Advertising Strategy<br />What to advertise<br />Brand, Idea, Creative materials<br />How to advertise<br />Communicational Strategy: Destination, Tone of voice, motivations etc.<br />Where & Which way to advertise<br />Media choice, media strategy, tactics etc.<br />
  7. 7. And what about Ukraine?<br />‘Licking your paws is just the first step. After that, you need to use a good antibacterial body wash, then an exfoliating herbal facial scrub, followed by avocado moisturizing cleanser ….’<br />
  8. 8. Developing Market<br />“Under-developed Brands” *: not rare<br />Short Market Advertising History<br />Requirements: not that high yet<br />Lack of professionals in marketing and advertising<br />
  9. 9. We are learning yet<br />
  10. 10. Advertising Process<br />So, how it works in Ukraine? <br />
  11. 11. Comm. Agency = Creative Agency**<br />Whatto advertise<br />How<br />Often no need in “Communication Strategy” as client doesn’t understand “WHY”<br />
  12. 12. Comm. Agency = Creative Agency**<br />Whatto advertise<br />How<br />Information goes to…<br />Media <br />Agency<br />Whereto advertise<br />
  13. 13. Whatto advertise<br />Someone has to keep attention on it..<br />How to advertise<br />Communicational Strategy: Destination, Tone of voice, motivations etc.<br />Whereto advertise<br />
  14. 14. Why not us?<br />‘Cats – the fragrance for dogs who dare to be different!’<br />
  15. 15. What if Media Agency would …<br /><ul><li>know a bit more about the brand?
  16. 16. care a bit more about the brand?
  17. 17. understand the brand a bit better?</li></li></ul><li>To know, care & understand the BRAND<br />Would it be cool, fun & more effective?<br />‘I don’t know what causes global warming, but I’ve noticed it always gets a lot warmer when I pee.’<br />
  18. 18. Elephants can’t fly. Definitely.<br />Media Agency can’t become Creative & Communication agency<br />And there is no need to<br />But what if… <br />
  19. 19. Not Intruding existing space, but…<br />Creating <br />New Opportunities<br />‘I said I’m looking for a date who is soft, sweet and a little bit nutty. They matched me with a loaf of banana bread.’<br />
  20. 20. Media Strategy Today<br />Exciting <br />Easy to present<br />Thrilling <br />Easy to remember key points<br />Provoking <br />Written to be understood<br />Involving <br />
  21. 21. ‘Try this – <br />’<br />